Mega-theater circuit Cinemark Entertainment is launching a discounted movie ticket program whereby members of the loyalty program can see one regular movie a month for $8.99 and receive a 20 percent discount on concessions.
While the average ticket price for 2017 is currently $8.91, consumers can pay notably more in major cities.
“We are thrilled to launch our proprietary movie membership program that is completely consumer research-driven,” Cinemark CEO Mark Zoradi said Tuesday in a statement. “Based on the feedback we received, we designed Movie Club with all of the features and benefits that moviegoers desire most in a membership program without any of the hassle, enabling our guests to enjoy the moviegoing experience with their friends and family.”
Other benefits of the Cinemark Movie Club include the ability to reserve seats and buy tickets in advance with no online fees. Unused tickets will roll over for active members. Additional tickets can be purchased for $8.99, while upgrades for 3D tickets and other premium formats will be available.
The new movie club is an entirely different proposition from MoviePass, a third-party venture which allows members to see unlimited movies for $9.95 a month. The hitch: MoviePass must pay the difference to theater owners and Hollywood studios.
Cinemark is the country’s third-largest theater chain, with more than 4,500 screens. Like other exhibitors, it has seen its stock take a beating on Wall Street at certain points this year due to tough times at the North American box office.
Regal Entertainment has said it will begin experimenting with dynamic ticket pricing in early 2018.
